The godfather of advertising, Stephen Yolland (Director of Creative Strategy and Partner at Magnum Opus Partners) explains why and how advertisers aren’t achieving cut-through in 2017. Our latest insights from a national survey we recently rolled out suggest that advertising isn’t working the way industry professionals had once thought. Yolland reveals the top 3 issues facing the advertising industry which are “leaving customers cold” and uninspired in 2017:
1. CONTENT: Not interesting or generating emotional impact
2. PLATFORM: There has been a switch in spend, which isn’t always delivering ROI
3. FREQUENCY: TV commercials are now shorter causing brands to lose their ability to imprint
Consumer behaviours are changing drastically – from the way they engage with technology to the way they consume advertising. The findings confirm that, to remain at the forefront, brands must listen to their customers and create content that leaves a lasting impact.
So, what are customers saying? Who has the key? Luckily for the advertising industry, we now do.
Have a listen and stay tuned to #industrythoughts for more insights from this monumental study which has already captured the attention of AdNews Australia, ABC Radio, Campaign Brief, Mumbrella, Business Review Australia and more!